Game of Thrones, League of Legends announce partnership

Game of Thrones and League of Legends have announced a promotional partnership.

In the build-up to season four of Game of Thrones, League of Legends is planning to create a mash-up trailer featuring both properties, according to [a]listdaily.

The trailer will contain exclusive never before seen footage from the upcoming series.

HBO, meanwhile, will run a three-week League of Legends activation ahead of the show's premiere on April 6.

League of Legends will provide the HBO team with marketing assets for "logo bugs" and "website takeovers".

Speaking about the advantages of the partnership, Riot Games' Dustin Beck said that League of Legends has a very loyal and dedicated fanbase.

"We got a cold call from HBO because they thought that there was going to be a great overlap between our players and their demographic of people that watch Game of Thrones, and this was a good way to explore reaching that demographic through new media," Beck explained.

"The advantage with us versus traditional TV or even traditional sports is we have a very limited, focused advertising or sponsorship and partnership strategy. We're not working with a ton of different brands.

"There's not going to be the kind of sponsor overload you get when you look at NASCAR, for example. You see a car that's littered with various sponsor bugs, and it's very hard to focus in on what logo you're looking at."